It’s a good day for Kleenex.  After almost five years of hard campaigning, Greenpeace promised to end its Kleercut campaign against Kimberly-Clark, the world’s largest tissue-product manufacturer of Kleenex, Scott and Cottonelle products.  During a joint news conference in Washington D.C., the large corporation and the controversial non-governmental organization (NGO) announced an historic agreement that will ensure greater protection and sustainable management of Canada’s Boreal Forest.

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A recent study by The Aberdeen Group found that over half of all companies that had taken steps to implement a sustainable supply chain system did it because…

They wanted to be considered “thought leaders” in their industry.

The study, Building a Green Supply Chain: Social Responsibility for Fun and Profit, found that only 41% of companies had initiated green supply chain solutions in the last two years. Of those that had, the most cited reason (51%) was because they wanted to be considered thought leaders in their industry. .

This is good news for green entrepreneurs. While the obvious advantages of fuel efficiency and market differentiation are always strong selling points, the trend toward, well, “trendiness” can only help eco entrepreneurs.

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